Getfused worked with the MassBio team through an extensive initial discovery process that focused on understanding audience segments, user needs and the evolving goals of the organization. The discovery process covered the current state, future vision and strategic needs of MassBio’s digital web presence. Our initial findings and recommendations covered the current state analysis, business and technology requirements and creative brief. This work resulted in a solid strategy and implementation road map for a MassBio digital web presence.
Focuses of the new web presence were to create a clean, user-friendly, mobile adaptive/responsive web presence that would meet the needs of each audience segment while clearly communicating the organization’s purpose and value. By embracing this user centric model, MassBio would be able to:
The new brand design was aimed at taking an organization historically viewed as helping the Massachusetts life sciences industry and transforming MassBio into becoming the epi-center of that industry.
Getfused redesigned and redeveloped the MassBio web presence by leveraging the GetfusedCMS platform. The CMS tools have provided operational efficiencies internally through the deployment of user-friendly admin tools and better integration with their CRM (Microsoft Dynamics), careers platform and event platform (EventBrite).
The existing site infrastructure sprawled with content and was difficult to navigate. A solid information architecture has allowed for flexibility in showing the right content to the right people at the right time, exposing audiences to new content that MassBio and member companies have to offer.
Another important aspect of the new site architecture was removing the member ‘rabbit hole’. Previously, all member centric features were located in a single silo, cut off from the rest of the site. The new architecture promotes an elevated experience across the site for members, encouraging them to remain logged in. This also opened up the ability to ‘velvet rope’ content to non-members. This involves daylighting the title and abstract of content and identifying it for members only. A member that is logged in is immediately able to access the content, an interested non-member will be redirected to a page where they can learn more about the benefits of membership and begin the online application process for joining.
The new site makes it easy for a member to post news, events, real-estate and knowledge-based content while in each section of the site. This inline experience has already lead to an increase in member engagement. A persistent call to action in the header of the site also allows a member to post content anytime the impulse strikes.
Events, the most viewed content of the MassBio web presence, was previously considered to be one of the hardest to navigate and use. Getfused produced a solution that would seamlessly integrate events generated on MassBio’s CRM with the website. Once in the web platform, MassBio was able to enhance event details with additional information such as rich graphics, galleries, video, detailed agendas, and speaker information along with related content such as new articles, sponsors and member companies. In turn the web site was configured to synch with EventBrite, dynamically creating events within the event system that included member and non-member ticketing options and costs.
Events are now easier to navigate through the ability to filter by category and tag. An inline search also allows the user to find events by keywords.
The registration process was reviewed and improved so that it now requires an email address to begin the registration process if the member is not already logged in. This allows MassBio to determine if the person is a member and encourage them to log in before registering (a long standing problem). Member registrations have gone up, while reducing the administrative burden on the MassBio staff. Data from EventBrite seamlessly integrates back into the web and ultimately back into the CRM allowing members to see their upcoming events and track past attendance.
The member directory is prominently featured in the new site. Several major enhancements were introduced with the new grid style layout featuring name, member type, logo and links to read more or visit the company website. The user is also able to search for companies using predictive search or filtering using a hierarchical combination of categories and subcategories.
MassBio members have access to manage and customize their directory pages. Each directory page is configured to automatically display upcoming company events, recent news and knowledge base articles. These features have provided an enormous value to smaller companies that do not have content manageable web presences, allowing them to promote and post timely information. This feature has also encouraged members to post content in order to create a more detailed directory page, resulting in a measurable increase in member engagement.
The power of the purchasing consortium is large driver of membership. Getfused worked with MassBio to create a more visual and inactive display of the participating consortium companies. Again, Getfused elevated the member experience, by allowing them to “See the Savings”. Members with the proper level of permissioning are able to see a real-time report of their savings pulled from the CRM platform.